Call Boomerang Books 1300 36 33 32

Description - Billions by Tom Doctoroff

This book cracks the supposedly indecipherable code of marketing to the new Chinese consumer - all 1.3 billion of them. It distils what Tom Doctoroff has learned over the past eleven years in Greater China with J. Walter Thompson, one of the region's largest advertising agencies. Marketers of some of the world's leading brands tend to come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the Chinese are different. The same rules do not apply. As a result, Doctoroff will delve into the psyches of contemporary Chinese consumers for the reader to explain the importance of culture in shaping buying decisions. He uncovers the core drivers of behaviour and preference in key market segments, provides tools to help readers harness the power of insight into consumers' fundamental motivations in the Chinese marketplace, and, lastly, reveals the pitfalls into which many multinational competitors often fall. Anyone who plans to do business in China shouldn't get on the plane without this book.

Buy Billions by Tom Doctoroff from Australia's Online Independent Bookstore, Boomerang Books.

Book Details

ISBN: 9781403971692
ISBN-10: 1403971692
Format: Hardback
(234mm x 156mm x mm)
Pages: 240
Imprint: St Martin's Press
Publisher: St Martin's Press
Publish Date: 11-Jan-2006
Country of Publication: United States

Other Editions - Billions by Tom Doctoroff

Book Reviews - Billions by Tom Doctoroff

» Have you read this book? We'd like to know what you think about it - write a review about Billions book by Tom Doctoroff and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a Boomerang Books Account Holder - it's free to sign up and there are great benefits!)

Write Review


Author Biography - Tom Doctoroff

TOM DOCTOROFF is Greater China CEO for J. Walter Thompson, one of the region's largest advertising agencies. In the last eleven years, he has partnered with over fifty PRC clients, both multinational and domestic (e.g. Unilever, Ford, Kraft, Shell, HSBC and China Mobile). He is Asia Pacific's leading speaker on Chinese marketing, advertising and corporate culture. He maintains a very active lecture schedule, addressing an audience of 10,000-15,000 people every year.

Books By Tom Doctoroff

Twitter is Not a Strategy by Tom Doctoroff
Hardback, November 2014
$64.02
What Chinese Want by Tom Doctoroff
Paperback, September 2013
$27.69
Billions by Tom Doctoroff
Paperback, December 2007
$34.60